Wednesday, September 9, 2009

Catching You Off Gaurd

A few days ago I found a large Streetscape for the Vampire Diaries on 9th avenue between 14th and 15th streets. I walked by the day after and found this devious video installation. The screen mimics a mirror by playing back a video feed from directly over the screen, while the text below asks "Vampires can't see their reflection...can you?" Intended to make you look at the screen and engage you in the vampire myth that is the show's premise, this installation does something else. If you stand in front of the advertisement for more than a few seconds, the screen flashes and a crow flies through the image. After this short clips of the show begin to play giving you a preview of what is in store for you should you choose to tune in.

Similarly to the ESPN advertisement just installed on 43rd street, this ad interacts with you, or you it. As cute as this may be, there is another aspect to this interaction we should all be aware of as public citizens. Every time someone stands in front of this ad long enough to trigger the video playback, valuable information is being gathered for the company advertising as well as InWindow on how affective the message and medium is. Combine this information with facial recognition technology provided by companies like Quividi and you are not only advertising, but obtaining highly specific market research at the same time. I make sure to stop in front of this ad as often as possible.